20 Manufacturers Dominating Influencer Advertising: Spotify, Netflix, Extra

• Streaming and trend manufacturers are dominating creator advertising and marketing on social, per new rankings by CreatorIQ.
• Spotify leads with $6.2 billion in earned media worth and a excessive creator retention fee.
• Netflix was the highest model on TikTok, with 103% EMV progress on the platform.

Streaming and trend manufacturers are dominating the dialog amongst influencers on social platforms, new information reveals.

Influencer advertising and marketing platform CreatorIQ ranked the highest manufacturers that creators posted about in 2024 in a brand new report. These manufacturers generated essentially the most dialog and influence in creator advertising and marketing, primarily based on CreatorIQ’s information.

The corporate analyzed hundreds of manufacturers globally utilizing a number of metrics, together with EMV, quick for earned media worth. EMV measures engagement, attain, and different impacts of creator content material mentioning a model. CreatorIQ checked out all branded content material, together with each natural and sponsored mentions, from influencers tracked in its creator databases. It measured content material throughout Instagram, TikTok, YouTube, and different platforms.

This checklist was led by streaming manufacturers like Spotify and Netflix, in addition to trend manufacturers like Style Nova and Adidas. These firms are identified for working closely with influencers. Style Nova, for instance, constructed its fast-fashion clothes model on influencer and superstar partnerships and product gifting.

The manufacturers with the best complete EMV in CreatorIQ’s research had been:

1. Spotify: $6.2 billion in earned media worth, up 31% yr over yr
2. Netflix: $3.6 billion, up 35%
3. Style Nova: $2.4 billion, up 14%
4. Adidas: $1.9 billion, up 30%
5. Shein: $1.8 billion, up 8%
6. Nike: $1.6 billion, down -2%
7. Zara: $1.6 billion, down -21%
8. Prime Video: $1.3 billion, up 23%
9. Pink Bull: $1.3 billion, up 15%
10. Maybelline: $1.1 billion, up 47%

One key to Spotify’s success was the excessive proportion of creators who continued talking in regards to the model month over month or yr over yr, in line with the report. Spotify’s 83% creator retention fee in 2024 — a measure of the share of EMV generated by creators who posted in regards to the model the yr earlier than — was 13% greater than the typical amongst different top-ranked manufacturers, and second solely to Style Nova’s 89%.

Spotify additionally retained all of its prime 20 most impactful creators from 2023, per CreatorIQ. That included French YouTuber Thibaud Delapart, who generated $213 million in EMV for Spotify in 2024, 108% greater than the yr earlier than.

Celeb-backed manufacturers got here out on prime among the many manufacturers launched in 2024, which had been ranked individually. Rihanna’s Fenty Hair, launched in June, was No. 1, adopted by Beyoncé’s Cécred, launched in February 2024.

The highest 10 manufacturers that rolled out final yr, ranked by EMV, included:

1. Fenty Hair: $73.2 million in earned media worth
2. Cécred: $49.9 million
3. Wyn Magnificence: $16.3 million
4. Sprinter: $14 million
5. Gin&Juice By Dre and Snoop: $12.9 million
6. SirDavis: $7.5 million
7. Bero: $6.3 million
8. Blake Brown Magnificence: $5.6 million
9. Victory+: $3.7 million
10. The Rootist: $3.2 million

In the meantime, among the many fast-growing manufacturers working with creators, the Ok-beauty model Tirtir topped the charts. Tirtir’s EMV grew 1,044% year-over-year in 2024 to $148.6 million.

Netflix led on Instagram and TikTok as creators posted critiques and sizzling takes on its reveals

Whereas Spotify topped the general rating of manufacturers in creator advertising and marketing, Netflix was No. 1 on Instagram, adopted by attire manufacturers Style Nova and Adidas.

Netflix additionally dominated on TikTok, with $718.9 million in EMV, up 103% yr over yr. The highest-performing creator content material that talked about Netflix included deep dives, critiques, and sizzling takes on reveals like “Squid Sport” or “Love Is Blind,” in addition to stay sports activities just like the Jake Paul vs. Mike Tyson battle in November, per CreatorIQ. Popular culture commentators Javier Sixto (@sixto_javier) and Ashley Vera (@ashleyvera) collectively drew $31.3 million in EMV with their critiques, for instance.

The main manufacturers on YouTube had been principally media and leisure platforms, together with Spotify, Apple Music, Netflix, and HBO Max.

One exception was power drink firm Gamer Supps, which ranked sixth on YouTube with its small however loyal creator group. Sixty six of the 70 creators posting in regards to the model in 2024 had additionally posted about it the yr earlier than. They drove 72% of the model’s $180.2 million EMV in 2024. Twitch streamer Charlie White (moistcr1tikal), often known as penguinz0 on YouTube, has 16.5 million subscribers and was Gamer Supps’ most impactful creator of the yr.